Madhappy, the contemporary brand known for its logo hoodies, tie-dyed T-shirts, collaborations and community spirit, has arrived in Manhattan’s NoLIta neighborhood.

On Saturday, Madhappy opens a two-level, 1,800-square-foot flagship, at 207 Mulberry Street, a sign of the brand’s growing interest in operating permanent stores versus what’s been several years of primarily operating temporary units considered long-term pop-ups.

Since Madhappy launched eight years ago, “We’ve done our fair share of seasonal stores — 20 or so pop-ups,” said Madhappy’s cofounder Noah Raf, in an interview. They’ve surfaced in Williamsburg and SoHo, New York; Miami, Aspen, Chicago and other locations.

But going forward, Raf said: “We’ve got about eight permanent stores in the pipeline. The next two will be in Tokyo this winter and Malibu, California in the spring of 2026.”

He characterized the NoLIta store as a “flagship” based on Madhappy’s “robust” investment in creating the store, events and activities that will take place there, and its café.

Madhappy’s only other flagship is on Melrose Avenue and Robinson Street in West Hollywood, Los Angeles. “In West Hollywood, we’ve been seeing 15,000 people per month. The café is contributing a large portion of the foot traffic,” Raf said.